Behind the Hype: Commbank Matildas

In honour of International Women’s Day 2025, we’re revisiting one of the standout campaigns that championed women in sport, community spirit, and national pride—Commbank’s ‘For All The Goals We Share’ by creative agency GHO Sydney. 

When Commonwealth Bank launched its ‘For All The Goals We Share’ campaign alongside the CommBank Matildas and FIFA Women’s World Cup 2023, it wasn’t just a celebration of football. It was a masterclass in brand positioning, community engagement, and leveraging cultural moments. 

For small to medium businesses (SMBs), there’s plenty to learn from this campaign. Even without the budget of a corporate giant, smart strategy, authentic storytelling, and community connection can deliver huge brand impact. 

So, what made this campaign a success, and how can SMBs apply these lessons to their own marketing? 

1. Align Your Brand with a Bigger Purpose

‘For All The Goals We Share’ positioned CommBank as more than just a bank—it became a brand that actively supports progress, inclusion, and community involvement. The campaign drew a strong parallel between football goals and financial goals, reinforcing the idea that meaningful achievements come from dedication, teamwork, and the right support. 

By targeting all levels of football enthusiasm, from grassroots to elite, CommBank successfully built an authentic connection with everyday Australians.  

This socially relevant cause helped CommBank: 

• Boost brand reputation as a company that supports gender equality. 
  
• Connect with a passionate audience who care about women’s football. 
  
• Stand out in a competitive banking market with a purpose-driven approach. 

SMB Takeaway: 

• Find a cause that aligns with your brand values and resonates with your audience. 
  
• Support a local event, movement, or initiative that your customers care about. 
  
• Make your brand about more than just sales—be part of something bigger. 

Example: A small fitness brand could sponsor a local women’s running event, aligning itself with health and empowerment. 

2. Storytelling is More Powerful Than Selling

The campaign’s emotional core was its storytelling, featuring Matildas captain Sam Kerr, alongside teammates Courtney Nevin, Tameka Yallop, Claire Polkinghorne, and young football hopefuls like Avaani Prakash. The ad showcased a diverse range of goals, from aspiring young players dreaming of the world stage to families supporting their children’s sporting journeys. 

By featuring real athletes, real fans, and real aspirations, CommBank created a genuine and relatable narrative that resonated with Australians. It wasn’t just about promoting the brand—it was about fostering a movement of support for women in sport. 

SMB Takeaway: 

• Shift from hard selling to storytelling. 
  
• Showcase real people and real experiences in your marketing. 
  
• Feature customer success stories instead of just product descriptions. 

Example: A family-run café could share the story of a customer who studied at their shop every day and just graduated. This creates emotional engagement.

3. Create Experiences, Not Just Ads

Commonwealth Bank didn’t stop at traditional advertising. They launched activations, including: 

• ‘Train Like a Matilda’ experiences at fan festivals. 
  
• The CommBank Merch Van, bringing giveaways to community football clubs.
• The CommBank Mini Mates program, giving kids the chance to walk onto the field. 

These experiences made the campaign interactive, shareable, and memorable. 

SMB Takeaway: 

• Go beyond online ads—create experiences that bring your brand to life. 
  
• Host events, workshops, or pop-ups to engage your audience.
• Encourage customers to participate, not just observe. 

Example: A local bakery could run a “Bake With Us” workshop, where customers learn to make their signature pastries. Hands-on experiences create brand loyalty.

4. Leverage Cultural Moments to Maximise Impact

The timing of this campaign was a masterstroke. With Australia hosting the biggest sporting event on its shores since the 2000 Olympics, national interest in women’s football was at an all-time high. By leveraging the FIFA Women’s World Cup 2023 hype, Commbank ensured maximum engagement with a captive and enthusiastic audience. 

It also aligned with Football Australia’s ‘Legacy ’23’ strategy, which aims to achieve gender parity in football participation. By backing this initiative, CommBank strengthened its reputation as a long-term investor in women’s sport, not just a one-time sponsor. 

SMB Takeaway: 

• Identify big cultural or local events that your business can tap into.
• Plan your marketing around trends and key moments in your industry. 
  
• Offer themed promotions or campaigns when excitement is at its peak. 

Example: A small apparel brand could launch a special collection during a major fashion week, using social media trends to gain visibility. 

5. Make It Multi-Channel

CommBank didn’t rely on one platform. It ran the campaign across: 
📺 TV ads 
📱 Social media 
🎧 Radio 
🖥️ Digital and out-of-home billboards 

By reaching customers across multiple touchpoints, they reinforced the message wherever people engaged with media. 

SMB Takeaway: 

• Don’t put all your marketing budget into one channel. 
  
• Combine social media, email, and local partnerships to expand reach. 
  
• Ensure consistent branding across platforms. 

Example: A boutique gym could use: 

• Instagram Reels for quick workout tips. 
• Email newsletters for exclusive promotions. 
• Local flyers to attract walk-in customers. 

Final Thoughts: SMBs Can Win Big with Smart Marketing 

Commonwealth Bank’s ‘For All The Goals We Share’ was an inspiring and well-executed campaign that successfully: 

• Strengthened national pride and community engagement. 
  
• Demonstrated CommBank’s commitment to gender equality and sport. 
  
• Leveraged a global sporting event to create meaningful brand associations. 

You don’t need a huge budget to execute a successful campaign. Commbank’s strategy—aligning with a purpose, storytelling, experiences, cultural moments, and multi-channel marketing—can be adapted by SMBs to grow their own brand. 

💡 What’s one marketing lesson from Commbank that you can apply to your business today?